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Channel management is complex. We have explored this complexity from a variety of perspectives in previous articles. However, let’s not forget that with the right channel management solutions you can tame the complexity and truly unleash the power of the channel. That’s exciting. When you begin thinking about various types of channel marketing solutions, it’s helpful to think in terms of two key categories: the channel marketing automation platform you will deploy and the channel marketing services you will require. Together, these two components should be designed to work together to provide an integrated lifecycle management approach to channel marketing. In this article we will explore the core components of channel marketing solutions that you should consider to be successful. So let’s begin with channel marketing automation. How does it fit in with the overall channel marketing solution? Lifecycle management in channel marketing really needs to address several distinct components: partner recruitment, partner training, partner enablement and partner management, which focuses primarily on incentives management. If your organization is operating on a worldwide basis, the complexities involved in these four lifecycle stages—recruitment, training, enablement and management—require that you leverage an automation platform that can replicate your core processes across multiple countries without worrying about having to train various team members in multiple countries at various times on the same topics, issues and capabilities. A channel marketing automation platform basically automates core workflow in these four areas and will doubtless be an integral part of the overall channel marketing solution you need. An effective channel marketing automation platform can also reduce your operating costs substantially. When you are trying to put together a set of channel marketing solutions that really address your core channel growth and productivity needs, keep in mind that before you select and deploy a state-of-the-art channel marketing automation platform you must have your core channel programs properly defined and structured, and you must have documentation available so you can automate each of the four lifecycle stages we have identified earlier. Make sure you have a clear view of the approach and the policies you want to apply to recruiting partners, training them, enabling them through integrated marketing tools and tactics, and managing them by providing incentives and aligning those incentives with partner performance. Now let’s talk about how the channel marketing services component fits in to your overall channel marketing solution set. The basic question here is: What are you going to insource and what are you going to outsource? When you consider insourcing a specific set of channel marketing services for your channel marketing solution kit, you need to determine what your overall goals are—for the year, or preferably for the next three years. Are you primarily trying to expand your reach? You’ll require many more partners to accomplish that, and therefore you’ll need to take steps to drive recruitment. Do you already have a rich partner base across multiple countries? You may need to do a better job of making them aware of the latest products and services you’ve rolled out so they will be better capable of selling them. Do you want to drive performance through incentives? You’ll need specific programs to provide those incentives like market development funds, rewards, rebates and the like. Here’s where you have to carefully consider what elements of your channel marketing solution make the most sense to address internally, and what elements you would be better off outsourcing to marketing agencies. For example, when it comes to partner recruitment, if you are undertaking a specific country-level effort, you may be better off outsourcing the entire component to a reputable agency that can drive the recruitment campaig...